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The private Jife ot a blonde with a body beautiful -who became a beautiful PUBHC FIGURE '
yiany llicdtrcmeu arc (tpt to take jor granted that invaluable aid to showmanship — the pressbook. I'or that reason, we devote this space in each issue oj FILM BULLETIN to recognize those pressliooks that best serve the needs of theatre showmen. In this issue, the Pressbook Award goes to —
IT SHOULD HAPPEN TO YOU
I he sparkling rlialoguc and zcsty situains that charactcri/c(l "I'loiii ^'esterday," ( play and tiliii tliat hiniinlit fame to liid> iiHiday, brightens "It Should HapinMi io ou. " And no wonder, (iarsoii KaninV i)en id George ( ukor's niegaphonc are once ?ain the star's guiding ligiits in "It Should appcn To ^'()u." The (Oluinbia outfit h.is lught the same vivacity in their advertising id exploitation. Highlight is Judy's dimit shenanigans and the dialogue sparklers, he light-hearted love sequences, the star's intastic manner of getting her name in ghts and the resultant conse(|uences are iven a high-flung tease rcampaign in the aper on the film. The ads, (three sniper cm them are shown above), are largely in 'artoon form to jiroject the film's bubbly
flavor, give easy readability.
Lines like "Men? I don't mind the way they ac't . . . it's just that they think they're entitled!", or "What does a man mean when he says a -.girl like me is over il — from the neck down?" are used for their titillating (|uality. .So are illustratic)ns of Judy in a bubble bath, with her pair of courters and the siluations iiuolved are teasingly worked to a turn.
There is a batch of exploitation angles that look like they can't miss, worked in to grab angles for both large metropolitan houses and the small town trade. Make sure you go through this pressbook thoroughly. Every inch is i)acked with ideas. A bow to Paul N. Lazarus, Jr., and his staff for their ingenuity and imagination in concocting these b.o. aids.
March of Dimes poster boy Georgie Redmond sells tickets to the formal benefit world premiere of 20th-Fox's "Illel and High Water" to Celeste Holm and columnist Earl Wilson. CinemaScope film opened at the Roxy. Feb. I. with all proceeds going to fight polio.
There's plenty of showmanship overseas, too. Huge 36-foot figure of Doris Day straddles the boxoffice of the Cineac Theatre in Amsterdam. Holland, for the performance of "Calamity Jane".
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Mail Your Registratior! NOW to / Cw^
MARCH 22 -23 -24 -25 1954
FILM BULLETIN February 8, 1954 Page 19